Trust Report 2026: Europe wants to eat better, so why isn’t it happening?

Across 18 European countries, the research reveals that health is the primary driver of food choices, while sustainability plays a secondary role in everyday behaviour. Although many consumers want to adopt healthier and more sustainable diets, affordability pressures and entrenched habits continue to shape what people actually eat.

Understanding this intention–behaviour gap is critical for policymakers and food businesses and working to accelerate dietary change. The findings highlight how affordability and routine interact to influence sustainable diets in Europe.

Based on nearly 20,000 consumers surveyed as part of the TrustTracker® study, this chapter provides one of the most comprehensive pictures of consumer attitudes to food in Europe today – examining diet satisfaction, nutrient intake, generational differences and approaches to sustainable food.

The 2026 Trust Report is structured across four focused chapters:

1. Europe wants to eat better, so why isn’t it happening?
2. The state of trust in the food system
3. Trust in innovation: Between familiarity and fear
4. Who do consumers believe?

If you would like to understand how consumer health priorities and affordability pressures may affect your organisation, and how these insights can inform strategy, please get in touch via co@eitfood.eu.

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